Loft: Creating Real Relationships with Indian Millennials

By FITCH - Mumbai

For Zee Entertainment Enterprises Brand ZEE5

Highly Commended in category Design & Branding

In subcategory Environments - Hospitality/Leisure

Project Description
ZEE5 is a digital entertainment destination by Zee Entertainment Enterprises Limited, a global Media and Entertainment conglomerate. Looking to expand their audience base, ZEE5 approached FITCH to create a new experience to attract the Millennial demographic. Instead of waiting for audiences to find them, FITCH conceptualized and designed a café in Bangalore – ‘Loft’, to help ZEE5 proactively reach out directly to its millennial audience instead.
The overwhelming success of this first café gave ZEE5 the confidence to try this concept out in another city in India - Pune, with FITCH once again partnering them to fulfil this vision.
Just like with the first one, the central idea behind this new café was, ‘Your Space’, a personalised adventure encouraging customers to customize their own experience. This meant, from the physical items on the floor to the graphic illustrations on the wall – all had to be relooked at, through the lens of the local Pune community.
Agency Solution
The café is active, playful and exciting; buzzing with the vibrant energy of the local youth. The look and feel is eclectically rustic, with a liberal use of open spaces and green to portray the idyllic Pune scenery. Yet, it also has the flexible adaptability to provide all around entertainment and fun.
The fascia features a striking glass facade that showcases the graphics and personality of the café, enticing passer-by’s. When they enter, customers are greeted by a massive triple heighted visual ‘Collage Wall’ that’s used as an Instagrammable moment, highlighting the language, literature and key monuments of Pune.
Further inside is a community wall filled with hand painted colloquial phrases, inspired from the locally famous Puneri Patya. Customers are encouraged to contribute to the wall by filling in blank spaces.
When it comes to seating, we have created cosy spots for people to work and hang out in groups with booth seats that feature a chalk board wall for them to leave their mark along with PlayStations, books and boardgames to spend their time. A DIY smoothie cycle is also present for added 'foodertainment'.
Finally, for when they’re done with their meal, we’ve added a photobooth for customers to take and share images either on the Collage Wall or with friends, commemorating the time just spent.
With Loft Pune, FITCH has entirely reimagined what it means to be a café. From just a place to eat and meet, to a theme park of joyous activities and food theatre.
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